By Tobi Elkin.
A new report by ad-tech provider Blue Venn finds that 72% of marketers consider data analysis more important than social media skills.
The report, “Customer Data: The Monster Under the Bed?,” incorporates research from 200 U.S. and U.K. marketers, with the goal of identifying the attributes most needed to compete in the data-centric marketing landscape.
Key findings include:
–Data management is now considered more vital than social media (65%), Web development (31%), graphic design (23%), and search engine optimization (13%).
–However, 27% of marketers are still handing over the process of data analysis to IT departments.
–The focus on understanding and synthesizing customer data is especially strong at large enterprises, where four out of five marketers consider data analysis to be a “vital” skill.
–Data segmentation and modeling are also considered highly sought-after marketing skills, ranking higher than both Web development and graphic design within the enterprise space.
“In the age of big data, marketers have a better opportunity than ever before to truly understand their customers’ decision-making processes. Unfortunately, as it stands, most marketers simply don’t have the time, the knowledge or the tools necessary to undertake this task in a practical and effective way,” stated Anthony Botibol, marketing director at BlueVenn.